CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Advertising is one of the promotional tools companies use todirect persuasive communications to consumers or buyers and the general public. advertising policy constitutes such an important strategy in the marketing program  of companies that its negligence could spell down for companies. generally speaking ,companies exist to produce and market product. This objectives cannot be actualized if the manufactured product are not brought to the knowledge of he consuming public.

against this background, product advertising purposes on projecting the image and marketability of the products in such manner that will make them acceptable to the customers.

Odunsi (1998:19) noted the important of product advertising when he stressed that growth being recorded in the advertising field is connected with its potential

to facilitate the distribution of its products. The products of the company are seen and known in every mook and Granny of the southern part of this country, as well as in some northern states.

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